Gen Z’s Preferred Social Apps Vary by Activity; Instagram’s Tops for Following Brands

Sure, teens aren’t that into Facebook anymore. But it still serves some purpose to them, according to the State of Gen Z report [download page] from the Center for Generational Kinetics. As is stands, teens prefer different apps for different purposes, and Facebook is the go-to for creating and checking group events.

It’s worth noting that this isn’t true for all youth. While Gen Z respondents were 2.5 times more likely to point to Instagram (41%) as Facebook (16%) as their preferred way to follow brands, an accompanying survey of Millennials reveals that the opposite is true for this slightly older cohort. Millennials tab Facebook as their preferred way to follow brands by a 2:1 margin over Instagram (38% and 20%, respectively).

Reviews and Influencers Are Critical

Consumer reviews are critical to adults’ purchase decisions, and Gen Z consumers are no different. Fully 86% of Gen Z respondents indicated that they read reviews before making a first-time purchase using their own money, and about two-thirds need to read at least 3 reviews. One in 5 need even more support to make a purchase, needing to read at least 7 reviews before making a first-time buy.

For brands looking to control the narrative a little and get into the social media action, influencers can be an important conduit: almost half (46%) of Gen Z respondents reported following more than 10 influencers on social media.